THE PROPOSED STRATEGIES TO INCREASE AFFILIATE MARKETING EFFECTIVENESS (STUDY ON XYZ AFFILIATE)

• Main Author: Yuantari Rady, Disma
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/72033
• Institution: Institut Teknologi Bandung

In the current era of globalization, the use of the internet, especially social media, continues to increase every year. Moreover, Indonesia, this country is the country with the fourth most social media users in the world. This indicates that there is an important role for social media in human life, especially in Indonesia. That is why there are people who have thousands or hundreds of thousands of followers on social media platforms. It is not surprising that the use of social media has become a forum for marketing products that you want to market to the public. There are many social media users who are closely related to the e-commerce industry because many customers from this industry are social media users. As a market-place, PT XYZ has formed XYZ Affiliate for three years. This program is one of the programs in the marketing division carried out to increase sales at PT XYZ Indonesia. With large social users in Indonesia, PT XYZ sees the potential behind social media users to be able to promote the products sold in this company. So that the XYZ Affiliate program was formed where there are many conventional celebgrams and celebrities who join the XYZ Affiliate. They are tasked with promoting PT XYZ products by sharing links through their posts on social media. That way, celebgrams or influencers will get a commission if they succeed in selling products from PT XYZ through their social media. However, problems arise related to the ineffectiveness of this marketing program. Therefore, the focus of this research study is to evaluate the effectiveness of XYZ Affiliate, and at the same time develop a strategy on how to increase the effectiveness of XYZ Affiliate. The conceptual framework used to measure the effectiveness of XYZ affiliate is the model of Jin et al. (2019) which measures effectiveness with four dimensions, namely Social Presence, Trustworthiness, Brand Attitude, and Envy; then added the dimension of purchase intention (Yodi et al., 2020). The primary data collection technique is through a survey with a questionnaire instrument, while the secondary data collection technique is a literature study. The data analysis technique uses a framework of business problems, solutions, and implementation plans. The results showed that XYZ affiliate has not reached the effective level when measured by the five variables. The alternative business solution offered is to increase the capacity of influencers on the five variables, especially the two variables with the lowest average values, namely Social Presence and Purchase Intention. The increase in the capacity of the influencer on these two variables is through a training program.